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MARK6108 Digital Content And Social Media Strategy Course .

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UNSW Business SchoolSchool of MarketingMARK6108Digital Content and Social MediaStrategyCourse OutlineSemester 2, 2017Course-Specific InformationThe Business School expects that you are familiar with the contents of thiscourse outline. You must also be familiar with the School’s Course OutlinesPolicies webpage which contains key information on: Program Learning Goals and Outcomes Academic Integrity and Plagiarism Student Responsibilities and Conduct Special Consideration Student Support and ResourcesThis webpage can be found on the Business School uCRICOS Code 00098G


Table of ContentsCOURSE-SPECIFIC INFORMATION11STAFF CONTACT DETAILS12COURSE DETAILS12.1 Teaching Times and Locations2.2 Units of Credit2.3 Summary of Course2.4 Course Aims and Relationship to Other Courses2.5 Student Learning Outcomes1111134LEARNING AND TEACHING ACTIVITIES3.1 Approach to Learning and Teaching in the Course43.2 Learning Activities and Teaching StrategiesError! Bookmark not defined.4ASSESSMENT44.1 Formal Requirements44.2 Assessment Details44.3 Assessment FormatError! Bookmark not defined.4.4 Assignment Submission ProcedureError! Bookmark not defined.4.5 Special Consideration, Late Submission and PenaltiesError! Bookmark notdefined.4.6 Protocol for viewing final exam scriptsError! Bookmark not defined.5COURSE RESOURCES106COURSE EVALUATION AND DEVELOPMENT117COURSE SCHEDULE11business.unsw.edu.auCRICOS Code 00098G

COURSE-SPECIFIC INFORMATION1 STAFF CONTACT DETAILSLecturer-in-charge: Michael ZeederbergPhone No: 02 9516 5480 / 0406 576 441Email: m.zeederberg@unsw.edu.au OR mike.zeederberg@zuni.com.auConsultation Times: By appointment via email. I am generally available to answerquestions by email or phone and I will respond to all enquiries within 48 hours.2 COURSE DETAILS2.1Teaching Times and LocationsLectures start in Week 1(to Week 12): The Time and Location are:Thursday 27th July (week 1) – 6pm – 9pm2.2Units of CreditThe course is worth 6 units of credit.2.3Summary of CourseIn a world where media is the ultimate social lubricant, today’s marketing managementis about encouraging and not controlling the conversation and participation with andamongst consumers in multi-channel environments. A central theme of this course isthat 21st century marketing involves consumers as participants. This changes the roleof marketing communications from simply the art of persuasion to the art ofconversation. And requires a strategic approach to the role of digital/social marketingand channels in the mix, a role that allows for participation with brands, providesconsumers with exceptional interactive experiences, and drives their conversation withand about brands. This course will use digital marketing (including social media)management frameworks to examine how to engage in digital marketing strategically,rather than tactically, in the communications mix and will examine the need fororganizations to ready themselves for a more transparent, open and collaborativerelationship with their customers.2.4Course Aims and Relationship to Other CoursesThis course aims to equip students with an understanding of the contemporary contextmarketers operate in today. As future marketers, students will learn about the role ofcontent marketing, how to manage a brand’s digital footprint and how to operate in anever-changing social media landscape. Essentially, students will learn how to adopt acustomer centric approach to their future marketing tasks, and be guided through anumber of hands-on assignments that are immediately applicable to marketingpractices.2.5Student Learning OutcomesBy the end of this course, you should be able to:1. Illustrate the changing consumer landscape and the implications it has for brands2. Apply different business management models to the challenge of addressingdigital transformation in businesses1business.unsw.edu.auCRICOS Code 00098G

3. Explain the need to adopt a consumer centric approach4. Conduct consumer research into channel use around a product, and developdigitally focused customer journeys5. Demonstrate the importance of content planning6. Develop and implement a basic content marketing plan, and assess it’s impact7. Understand how to manage your brand’s digital footprint across channels8. Assess the benefits of various social media platforms and how they would beused to solve business marketing challengesThe Course Learning Outcomes are what you should be able to DO by the end of thiscourse if you participate fully in learning activities and successfully complete theassessment items.The Learning Outcomes in this course also help you to achieve some of the overallProgram Learning Goals and Outcomes for all postgraduate coursework students in theBusiness School. Program Learning Goals are what we want you to BE or HAVE by thetime you successfully complete your degree (e.g. ‘be an effective team player’). Youdemonstrate this by achieving specific Program Learning Outcomes - what you are ableto DO by the end of your degree (e.g. ‘participate collaboratively and responsibly inteams’).For more information on Program Learning Goals and Outcomes, see the ourse-outlines/policiesThe following table shows how your Course Learning Outcomes relate to the overallProgram Learning Goals and Outcomes, and indicates where these are assessed (theymay also be developed in tutorials and other activities):Program Learning Goalsand OutcomesCourse Learning OutcomesCourse AssessmentItemThis course helps you toachieve the followinglearning goals for allBusiness postgraduatecoursework students:On successful completion of thecourse, you should be able to:This learningoutcome will beassessed in thefollowing items:1Illustrate the changing consumerlandscape and the implications ithas for brands. KnowledgeExplain the need to adopt aconsumer centric approach. In-classdiscussionsAssignmentOne / TwoFinal ExamApply different businessmanagement models to thechallenge of addressing digitaltransformation in businesses2Critical thinking andproblem solvingDemonstrate the importance ofcontent planning.2MAR6108 In-classdiscussions

Understand how to manage yourbrand’s digital footprint acrosschannels.Assess the benefits of varioussocial media platforms.Conduct consumer research intochannel use around a product, anddevelop digitally focused customerjourneys AssignmentOne / Two AssignmentTwo Final ExamDevelop and implement a basiccontent marketing plan, and assessit’s impactAssess the benefits of varioussocial media platforms and howthey would be used to solvebusiness marketing challenges3aWrittencommunicationConstruct written work that is logical and professionally presented.3bOral communicationCommunicate ideas in a succinctand clear manner.Part of tutorialparticipation markbut not separatelyassessed.4Teamwork Class exercises5a.Ethical, social andenvironmentalresponsibilityNot specifically addressed in thiscourse.Illustrate the changing consumerlandscape and the implications ithas for brands. AssignmentOne/ Two5b.Social and culturalawarenessUnderstand how to manage yourbrand’s digital footprint acrosschannels. tOne AssignmentTwo AssignmentThreeFinal Exam 3business.unsw.edu.auCRICOS Code 00098G

3 LEARNING AND TEACHING ACTIVITIES3.1Approach to Learning and Teaching in the CourseThis course aims to deliver content in the form of an interactive seminar every weekinstead of a lecture and tutorial format. To gain the most of out this subject, students areadvised to engage with the content by actively voicing their opinions and participating inclass discussions. The assignments are hands-on, developing skills that are applicablein the workforce and providing case studies that students can showcase as part of theirexpertise.The classes will be a mixture of guest speakers, topic discussion, case studies andexercises, with relevant readings for each week’s topic.4 ASSESSMENT4.1Formal RequirementsIn order to pass this course, you must: achieve a composite mark of at least 50; make a satisfactory attempt at all assessment tasks (see below);4.2Assessment DetailsAssessmentTaskWeightingLengthDue DateAssessment OneN/AAssumptive customer journey –one pageSegment outline – one page asper templateMidnightWed 16thAugust(Week 4)Assessment Two30%Survey and Survey resultsAnalysis – 1,000 – 2,000 wordsPersonas – 1 page eachCustomer Journey – 1 page perjourneyMidnightFriday 15thSeptember(Week 8)AssessmentThree30%Content strategy and content plan– 1,000 – 2,000 wordsChannel activity – minimum 1posting a weekChannel reporting and analysis –1,000 – 2,000 wordsMidnightFriday 20thOctober –(Week 12)Final Exam30%2 x responses to case studiesTutorialParticipation10%One page4MAR6108MidnightFriday 20thOctober(Week 12)

Total100%All assessments (with the exception of the exam) are to be submitted via Moodle.Assessment One: Understanding customers – developing an audience segmentand an assumptive customer journeyBackgroundIn the digital space, consumers are constantly ahead of brands – using digitalchannels in new and unexpected ways, finding content, passing opinions anddiscussing products, and using digital channels to research and purchase products. Akey part of a marketer’s challenge is understanding how consumers use digitalchannels as part of the purchase process, and how to create marketing activity thatengages with consumers in that process. Assessment one and two focus around thedevelopment of 2 key customer journeys by the student, based on research andcustomer understanding.TaskChoose a product (or service) relevant to your life, either the business you work for, orsomething you are particularly interested in. Based on your understanding of theproduct/service, identify a potential target audience. Write up a brief outline of thecustomer journey you have chosen, a basic outline of the target audience, and why youhave chosen this specific journey.Based on discussions in Week 2 and 3, and using the audience segment template,create an audience segment description for your chosen product and audience.Using this audience as a guide, develop an assumptive customer journey map, usingthe template provided and discussed in Week 2 and 3. This should outline the steps thatyou think your audience will take to complete your customer journey / buy the product inquestion. It should encompass the steps, and the drivers that you think are relevant ateach step. It should also highlight areas that you’d like to research or understand better(which will be done in Assessment two).Submit your overview, audience segment, and your assumptive customer journey by thedue date.FormatTask overview – Word document – under 500 wordsAudience segment – Powerpoint document based on template, or any other formatemulating the template – one pageCustomer Journey - Powerpoint document based on template, or any other formatemulating the template – one pagePlease use easy to read fonts such as 11 p Arial or 12 Helvetica & double spacing.Ensure your name, student number, date, course name is on the assignment.Submissions: Please submit through Moodle by Midnight Wed 16th August (Week 4)5business.unsw.edu.auCRICOS Code 00098G

Assessment Criteria- Clear explanation of the customer journey chosen and why- Quality and depth of insight for each element of the audience segment- Evidence of understanding of how each element of the audience segmenttemplate is used- Clear and logical customer journey steps- Alignment between drivers described in the customer journey and the audiencesegmentAssessment Two : Understanding customers – researching gaps, and furtherdeveloping customer journeysUtilising the audience segment and assumptive customer journey developed forAssessment one, determine where the gaps or areas of uncertainty are within yourcustomer journey.Develop a customer survey that will allow you to understand a great deal more aboutyour target audience and what steps they take in their customer journey.The questions need to cover: The role that the internet plays in their purchase of the product – what channelsdo they use at each stage of the purchase funnel, what information is importantto the decision making process at each step and what are typical examples ofsites that would be used (e.g., If a product review site is used, which one) - thisshould allow you to confirm or refine your assumptive customer journey. How online and offline channels interact with regard to purchasing the product(service). Insights into the target audience and their behaviour – demographic information,level of digital engagement, category engagement – this should provide insightsthat allow you to 2 different personas within your audience. Put this survey into an online survey tool of your choice (e. g. Google Forms, Type Form,Survey Monkey etc.) and circulate to the potential target audience, soliciting at least 20responses. This can either be work related, or via friends and family. (Note that differenttools have different functionality available for free – Google Forms is one of the few thatallows skip functionality in the free version, and doesn’t have a cap on questions)Using the survey tool reporting mechanism, analyse the responses, looking for patterns,segments, insights and patterns and document your analysis. Use this insight to develop2 personas based on the templates discussed in class. Ensure that you link the datainsights to the elements of the persona.Using these personas, and evolving your customer journey from assessment one,enhance/ re-develop a customer journey for EACH of your personas, focusing on thedifferences between them. Update the drivers and activities along the journey based onyour research, add in the channels to be used, and develop the functionality required bychannel and the core content and messaging needed at each step.Based on the journeys, outline what digital activities and channels would be relevant toeach stage of the journey, looking for innovative ideas, applications and functionality thatwould improve the customer experience for the audience. Write up the key ideas in aseparate document, based on your journeys.6MAR6108

Submit a copy of your survey questions and results, your analysis of the data, copies ofyour personas, copies of your customer journeys and an outline of functionality / ideasfor enhancing the journey.FormatSurvey questions and responses – pdf downloaded from survey toolAnalysis of the survey – 1,000 – 2,000 words – word document / pdfPersonas – 1 page per persona – 2 personas to be submittedCustomer Journeys – 1 page per journey – 2 journeys to be submittedDigital execution / functionality ideas – word document – max 1,000 words.Please use easy to read fonts such as 11 p Arial or 12 Helvetica & double spacing.Ensure your name, student number, date, course name is on the assignment.Submissions: Please submit through Moodle by Midnight Friday 15th September(Week 8)Assessment Criteria- Survey goals and choice of questions clearly outlined in analysis- Survey questions clear, and relevant to the customer journey- Survey analysis and insights clearly related to the questions and responses- Personas derived from insights from the survey, and clearly connected to thedata gathered – linkage and insights outlined in the analysis- Personas have sufficient depth and insight, both from the data and from intuition.- Customer journeys are adapted based on insights from the data- Customer journeys have sufficient detail and depth, and are clearly differentiatedfrom each other- Channels and activities are relevant to the stage n the journey, and wherepossible, are linked to insights from the survey- Execution and functionality ideas are coherent and relate to the task outlinedAssessment Three – Content Marketing and social media channel managementBackgroundContent marketing is the new black, in the marketing world, with brands looking tocreate useful and interesting content as a key way to engage with consumers andcreate brand affinity. Social media channels are largely content driven, and providestrong platforms for brands to leverage their content assets and build audiences ofrelevant and interested consumers that can then be targeted with product messages.TaskDevelop a content strategy and content plan for the social media channel of your choiceand implement it during the duration of the course.Choose a topic, cause, subject matter or area of interest that you know about, areinterested in or that is relevant to your work. Use the content marketing frameworksdiscussed in Week 4 to develop a content strategy and content plan around your topic,7business.unsw.edu.auCRICOS Code 00098G

and decide on a social media channel to execute your plan in. You may only use amaximum of 2 channels, but can choose any channel suited to your target audience andcontent, e.g. Facebook, LinkedIn, Tumblr, Twitter, Instagram, Vine, YouTube, etc. Youmay NOT use a website or email, but can link to them or use them as part of youraudience acquisition campaign.Set up your social media presence, and throughout the rest of the course, manage yourchannel, creating and posting content around your subject matter and endeavouring tobuild a following. Experiment with different types of content, different approaches toacquiring followers and ways of engaging with your audience. Track and document allyour experiments and findings, and track the performance of your channel every week,looking at metrics around content views, size of following, content engagement andspecialised metrics relevant to your channel. You need to post at least once a week toyour channel.Be aware of all content and copyright laws when creating content, and ensure that youact within the policies and terms of service of your chosen channel. You may use paidactivities if you wish, but there is no requirement at all to use them.From week 5 onwards in each lecture, students will be chosen at random to showcasetheir channel to the class, explain what they are doing and what their learnings havebeen. You need to be prepared to showcase your channel when required, and will beassessed on this discussion.Write up your findings from your channel, including what worked and what didn’t, yourfinal results in terms of followers and relevant metrics and what you would do differentlyif you did it again.Submissions and format- Content strategy and content plan – Word document – 1,000 – 2,000 words- Link to the channel and channel activity- Analysis of activity and results – Word document – 1,000 – 2,000 wordsAll documents to be submitted via Moodle by Midnight Friday 20th October – (Week12)Assessment Criteria- Content strategy and approach is clearly outlined, with clear objectives andcriteria for success- Channel has been populated with content every week for 8 weeks, and thecontent is of a sufficient standard- The channel plan has been thought through, and content “experiments” mappedin- Evidence that the progression of the channel was monitored, and differentcontent experiments tried.- The analysis is clearly linked to the outcomes from the channel, and is coherent.- The insights of what worked and what didn’t, and the recommendations forchange are clear, insightful, and linked to the overall content.Samples and examples:Content / individualFact retriever - https://twitter.com/factretriever8MAR6108

This advertising life - https://www.instagram.com/this ad life/Texts from Malcom - https://twitter.com/malcolmtextsTexts from last night- https://twitter.com/TFLNAquabumps - https://www.facebook.com/aquabumpsHowToBasic – https://www.youtube.com/user/HowToBasic (No 1 AU YouTubechannel)Wengie- https://www.youtube.com/user/WWWengie (No 2 AU YouTube Channel)Primitive Technology 3nQdBA (No 4 AUYouTube Channel)Brand examplesGE Reports - https://twitter.com/GE ReportsBillabong - https://www.instagram.com/billabong/WeWork - https://www.instagram.com/wework/Final ExamThe exam is a closed book exam that will assess your ability to apply the principles thatyou have learned through the course to specific marketing scenarios and challenges.You will be provided with 4 case studies outlining a specific business, its digitalmarketing challenges and constraints. Choose 2, and develop a strategic digitalmarketing solution to solve the challenge, outlining both processes and approaches, aswell as your suggested solution to the specific problem.The exam will be 2 hours.Class ParticipationActive participation is an important component of the Masters of Marketing. All studentsare expected to take the initiative to participate in class discussions. You will beassessed on your ability to discuss intelligently and contribute to class discussion ofcase studies, designated readings and questions from the course lecturer. Classparticipation is worth 10% of the course mark.Part of your participation and class participation marks involves you bringing and usinga name card in each session.Each student is required to submit a brief one page log to the course lecturer detailingtheir individual class participation in the course (i.e. the contribution to the discussionand case studies, not just show up). You should therefore keep a brief class-by-classlog of your involvement each week.You must complete this one page participation log by Week 12 and submit it via Moodlealong with Assignment 2.Assessment CriteriaNumber of times student participated in class, and the quality of participation across- Sharing personal experiences relevant to the content being discussed- Asking relevant questions and demonstrating critical thinking around the topic- Challenging the content, and putting forward a logical and credible alternative- Participating in class exercises and providing relevant input during in-class groupwork9business.unsw.edu.auCRICOS Code 00098G

Quality AssuranceThe Business School is actively monitoring student learning and quality of the studentexperience in all its programs. A random selection of completed assessment tasksmay be used for quality assurance, such as to determine the extent to which programlearning goals are being achieved. The information is required for accreditationpurposes, and aggregated findings will be used to inform changes aimed at improvingthe quality of Business School programs. All material used for such processes will betreated as confidential.5 COURSE RESOURCESThe following blogs and sites are also recommended as additional referencematerial: Econsultancy - Digital marketing general Marketing Profs - Digital marketing general Hubspot - Inbound marketing, social media, SEO, strategy, analytics eMarketer - Research / analysis Seth Godin - Marketing / branding (general) Content Marketing Institute - Content marketing Moz – SEO / digital marketing general Kissmetrics – Analytics / digital marketing general Digital Buzz - Digital interactive Viral Blog – Viral marketing Brian Solis – a digital analyst, sociologist, and futurist, Solis has influencedthe effects of emerging media on the convergence of marketing,communications, and publishing. We Are Social – global conversation agency Forrester – research Mumbrella – “Covers everything under Australia’s media and marketingand entertainment umbrella” Marketo - latest trends and proven best practices in modern marketing Which Test Won – Conversion optimization Mashable - Social media, tech and more ClickZ - Interactive marketing news, information, commentary, advice,opinion, research, and reference in the world, online or off Ad Age – Digital - Digital section of online magazine covering news,intelligence and conversation for marketing and media communities10MAR6108

Marketing Week – News - Marketing news, opinion and information.Covering advertising, media, PR, online marketing PSFK - Advertising, design, retail & technologyWeekly Readings – To be posted on Moodle, along with relevant resources.6 COURSE EVALUATION AND DEVELOPMENTEach year feedback is sought from students and other stakeholders about the coursesoffered in the School and continual improvements are made based on this feedback.UNSW's myExperience survey is one of the ways in which student evaluative feedbackis gathered. In this course, we will seek your feedback through end of semestermyExperience responses. Feedback from previous students indicated that the coursewas overly “slide heavy”. As a result of this feedback, this years content has been scaledback, with more exercises and interaction planned into the sessions.7 COURSE SCHEDULELecture ScheduleLectures start in Week 1 and finish in Week 12.LECTURE SCHEDULEWeekWeek 127th JulyWeek 23rd AugustWeek 310th AugustTopicA new world order Introductions and overview of course SHIFT Happens – implications for marketers A look at consumers and the trends driving digital marketing Redefining media – Bought, Owned, Earned and how they worktogether Case studiesThriving in a world powered by digital Digital maturity model Digital disruption vs transformation Digital transformation models Processes for enabling digital transformation Organisational structures and roles for digital transformation Emerging business and revenue models Marketing Worldview Case studiesUnderstanding customers Move towards customer centricity Contemporary customer journey (demonstrate how contemporarypath to purchase, decision making process has changed)11business.unsw.edu.auCRICOS Code 00098G

Creating personasAssignment one submission – by midnight Wednesday 16th of August – via MoodleWeek 417th AugustWeek 524th AugustWeek 631st AugustWeek 77th SeptemberWeek 814thSeptemberContent marketing Introduction to content marketing- what, why Stage of creating content Process & frameworks Tools to create: Canva Elements of creating a content strategy Role of branding Metrics of measuring content successStrategic models How to create a digital strategy Where does it fit within the overall business strategy Managing digital within an organization Organizational changeSocial media (1) The role of content and engagement Producing content for digital and social mediaSocial media (2) B2B social media – is it any different? Approaches and examplesSocial media (3) Paid social – targeting, personalisation, campaign managementAssignment Two due – Midnight Friday 15th of September – via MoodleWeek 921stSeptemberSocial Media (4) The future of social media New technologies New channels Mid-semester break: 23 September – 2 October inclusive (2 Oct Labour Day PublicHoliday)Managing social mediaWeek 10 Content strategy and management5th October Social media tools and analyticsAnalyticsWeek 11 What sort of KPIs, business matrix, dashboards, ROI modellingthcan we use to measure the effectiveness of our digital footprint?12 OctoberWeek 1219th OctoberCase studies and problem solving Deconstructing a marketing/digital problem faced by a client Class involvement in how to tackle it & propose solutionsAssignment Three and tutorial particiation due – Midnight Friday 20th October – Via Moodle12MAR6108

social media platforms. Conduct consumer research into channel use around a product, and develop digitally focused customer journeys Develop and implement a basic content marketing plan, and assess it’s impact Assess the benefits of various social media platforms and how they would be used to solve business marketing challenges Assignment